Trends in alcoholic beverages

Publié le 23 juillet, 2018

The recovery of the economy and an increasingly informed and demanding society are transforming the alcoholic beverages sector. In view of the fact that all the markets are evolving constantly, today we are going to look at this year’s trends in alcoholic beverages.

The evolution of the alcoholic beverages sector

The turn for the better in the economy can be appreciated in society in different ways. One of them is the growth of tourism that occurred throughout last year, with the highest figures since the beginning of the crisis. Thanks to this recovery, spending in the hospitality sector has also risen, with a corresponding increase in the consumption of alcoholic drinks.

The trends in alcoholic beverages, the same as in any other market, change with the times. Accordingly, tastes, preferences and customs are modified over the years. This is shown by the studies carried out by the British organization IWSR.

These changes in trends in alcoholic beverages also represent a challenge, since the end consumers are becoming increasingly demanding and know what they want. Healthy lifestyles, the pursuit of new experiences, and the demand for clear, detailed information are defining the new markets.

Understanding the evolution of trends in alcoholic beverages not only gives us information about consumers; it also gives us the opportunity to identify new market niches in which to meet emerging needs. Below we describe all the trends in alcoholic beverages.

Habits that shape trends in alcoholic beverages

When markets evolve, they do so in order to adapt to consumer preferences. For this reason, trends in alcoholic beverages continue to be a clear reflection of what is in demand. Habits and lifestyles shape consumption and a new consumer profile emerges.

Launching a novel product or altering an existing one requires a market study. And the result must be accompanied by a strategy that positively contributes to its perception by consumers. Do you want to know more about what they want?

With alcohol, but healthier

The trends in alcoholic beverages are gradually shifting in the direction of wellbeing and health care. Since it is no secret that excessive alcohol consumption is harmful to the body, it is cut down. Thus, drinks whose alcohol content is lower are more in demand and the offer of these is also increasing as a result. On the other hand, the premium drinks segments are growing because consumers prefer better quality while drinking less.

New eating habits also affect the trends in alcoholic beverages. The awareness of the harmful effects of sugar, salt and fats prompts us to look for alternatives where these ingredients are absent. Or at least, present in smaller amounts. Allergies, pathologies and dietary preferences also influence the trends in alcoholic beverages.

Consequently, vegan, organic, gluten- and lactose-free products are more and more in demand. These types of products usually contain fewer additives, and ingredients of animal origin, for example, are not used in their preparation, as is the case with alcoholic beverages.

This is the case of isinglass, a product obtained from the swim bladders of certain fish species and with which gelatines are made to clarify some beers, wines and liquors. Access to information makes for well-informed consumers, who demand less processed, natural, more authentic flavours, which are also respectful towards the environment and animals. An open door to innovation.

Tradition doesn’t go out of fashion

To continue with the previous point, trends in alcoholic beverages suggest that the traditional never goes out of fashion. Products prepared using artisanal techniques are still very much in demand, and especially nowadays. And they make it possible to experiment with more elaborate textures and special combinations, as well as adding very unusual touches of flavour with a local character.

Given that consumers are so interested in the origin and method of preparation of drinks, appreciating local flavour in a glass is definitely one of this year’s trends. And together with the origin, the combination of the aforesaid flavours and textures is too.

As in the case of food and clothes, there are fewer and fewer limits. And with the impact of healthy living, fruits – although it’s true they’ve always been used – are increasingly present in trends in alcoholic beverages.

Conquering sight and taste

In a society based on sensory stimulation, the trends in alcoholic beverages have not stayed on the sidelines. Bringing several senses into play at the same time makes for an all-round experience. For this reason, products are not based solely on one aroma, one colour or one flavour but offer a combination of all of them.

The trends in alcoholic beverages demand products with different textures, pleasant flavours and striking colours. Since today everything is likely to be photographed and shared, alcoholic drinks must also be aesthetically pleasing and have lots of personality.

On the other hand, women are also marking new trends as a result of their growing independence. Lots of flavour, good presence and fewer calories are some of the women’s demands to the market.

The trends in alcoholic beverages continue to evolve, but it is clear that the consumers are becoming increasingly demanding. At Sensory Value we are experts in market research and in creating experiences for the end customer. Send us your request and we’ll do the rest for you.